"Valentine's Day this year will be more about small tokens of affection rather than extravagant purchases," Phil Rist, executive vice President at BIGresearch, said.

毕格式调的执行副总裁菲尔·里斯特说：今年的情人节，小心意的礼物将大于那些奢侈品。

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The increase in spending this Christmas didn't surprise Phil Rist, vice president of strategy at BIGresearch.

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BIGresearch asked 5, 075 people if they were an NBA fan, of which 26.8% answered yes.

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BIGresearch estimates that 94% of midwinter holiday celebrators will observe Christmas, while only 5% will celebrate Chanukah.

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